The story follows the journey of a 12-year-old as he searches for a real Truffula Tree. To get it he must discover the story of the Lorax, the acerbic yet charming creature who fights to protect his world. In the process he learns the Lorax's environmental message: "Unless someone like you cares a whole awful lot, nothing is going to get better. It's not."

Seventh Generation CEO John Replogle says the message is at the heart of what his company does and that the film presents a “once-in-a-lifetime opportunity to introduce this message to new ears and spread it to places we wouldn't otherwise be able to reach.”

Lorax messaging will appear on every Seventh Generation label over the next few months. Additionally, special movie screenings in select cities will combine with panel discussions to underscore the importance of individual actions in protecting the environment.

A commemorative Lorax scrapbook for families has been created, and a series of special contests will award high-efficiency (HE) washer-dryers, green cleaning kits, diapers, a trip to see the Redwoods and even a town-wide eco-makeover. These and other activities will lead into the company's Earth Month events in April.